Our brand coherence is a model that explains how 66ºNorth articulates its message, look and feel depending on where the customer is in their journey. It is how we take the brand architecture and apply it to all our customer-facing productions.
The model is composed of four sections that are designed to make customers feel different things. For example, "66ºNorth has a fascinating story" to "I can use these products, everywhere, every day."
The reason we map these messages to emotions is to build a consistent and coherent but flexible messaging and visual language from our stores in Iceland, wholesale to the website.
Our coherence to the model, visual identity and writing guidelines will enable us to manage and grow our reputation.
The 66˚North brand draws its power, purpose, and differentiation from its heritage and connection to Iceland — the work stops the viewer and evokes a sense of awe and realize our products can take you places through their technical attributes.
Brand awareness: heritage, now and future
66ºNorth has a fascinating story and set of beliefs.
At this stage, we have got the customer’s interest in the brand, but they aren’t converted yet — this is the chance to make them a convert and make them desire our saga products.
Franchise and overall product awareness and benefits
66ºNorth has a necessary and well-designed product that aligns to my lifestyle
People are brought into the brand and the idea of the products; we now need to make sure they are confident in choosing the right product for their needs. Any transaction points are frictionless and straightforward.
The customer should gain an understanding of the products, their longevity, and versatility. The aim is to lead to a transaction.
The offering was concise, and the information was clear making it easy to choose the right product for my needs.
We want people’s garments to last as long as possible. This can be through care, repairs, trading, or recycling. We want to educate and empower people in making that decision.
How you look after your products, why it is essential, and the bigger picture of Circular
I understand why I need to care for my products for it to last a lifetime.